SR Labs
SR Labs is a Milan-based applied neuroscience company founded in 2001 that uses eye tracking, EEG, GSR, and face emotion recognition to deliver neuromarketing, UX, sports, and scientific research services to enterprise clients in Italy.
- Company typePrivate
- Founded2001
- HeadquartersMilan, Italy
- Headcount11–50
- GTM typeB2B
- OfferingServices
What SR Labs does
SR Labs s.r.l. is an Italian applied neuroscience company founded in 2001 and headquartered in Milan that specializes in eye tracking and complementary neurophysiological measurement technologies. The firm captures, records, and analyzes eye movements to determine where attention is directed, what visual elements are noticed or ignored, and how long attention persists, and synchronizes this with EEG, Galvanic Skin Response (GSR), and Face Emotion Recognition (FER) data to produce multimodal behavioral insights. Proprietary technology assets include the Eyespot online eye tracking platform, the PoliFX interactive kiosk for museums and public installations, and the CAVS (Computer Aided Vision System) for industrial hands-free machine control. The company operates across three divisions — Insights (consumer behavior, neuromarketing, UX, pack and sensory testing), Life Science (hardware/software for scientific research and assistive communication), and Innovation Lab (specialized products).
SR Labs serves six distinct customer segments: consumer goods and FMCG brands, healthcare and assistive technology users, professional sports organizations, academic and research institutions, industrial operators, and cultural institutions such as museums. Named clients include Nestlé, Rio Mare (Insalatissime), Siegfried Resch, Familia Pizarro, AC Monza football club, MUSE Science Museum Trento, Università di Milano Bicocca, the European Commission's Joint Research Centre, and travel platforms WeRoad, Viaggigiovani.it, and Intrepid Travel.
The revenue model is a mix of professional services (custom neuromarketing, UX, and sensory research projects priced on a quote-driven, project basis), hardware resale (SR Labs is the official Italian reseller for Tobii Pro and Wearable Sensing EEG equipment), and training/certification programs. Distribution is primarily direct enterprise sales within Italy, supplemented by reseller agreements and a co-developed joint go-to-market (RDR) with Gollmann Agency targeting SMEs. In February 2026, Dynavox Group AB (parent of Tobii Dynavox) signed an agreement to acquire the SR Labs Healthcare subsidiary, while the core eye tracking and market research business continues to operate independently.
SR Labs firmographics
Firmographics- Name
- SR Labs
- Legal name
- SR Labs s.r.l.
- Website
- https://srlabs.it
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SR Labs is a Milan-based applied neuroscience company founded in 2001 that uses eye tracking, EEG, GSR, and face emotion recognition to deliver neuromarketing, UX, sports, and scientific research services to enterprise clients in Italy.
- Ownership category
- akta.pro rank
SR Labs industry classification
Industry- Product category
- Neuromarketing & Eye Tracking Research Services
- NAICS
- Scientific Research and Development Services (5417), Other Scientific and Technical Consulting Services (541690), Analytical Laboratory Instrument Manufacturing (334516)
- SIC
- Services-Commercial Physical & Biological Research (8731), Laboratory Analytical Instruments (3826)
- akta.pro primary industry
- Test & Measurement Equipment (Oscilloscopes, DAQ, signal analyzers, calibration benches) (IMAGAFAC)
Keywords
Where SR Labs is headquartered
LocationHeadquarters
- HQ city
- Milan
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
SR Labs business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain
Revenue model
- Research Services & Consulting: SR Labs provides customized neuromarketing research, UX testing, and consumer behavior analysis services to enterprise clients. Projects are scoped to client objectives across four phases: Design/Planning, Launch, Development, and Maturity/Relaunch. Services include pack tests, shelf tests, sensory tests, and usability evaluations.
- Hardware Sales & Licensing: Sale and distribution of eye tracking hardware (including Tobii Pro Glasses) and related assistive communication technologies. SR Labs serves as official reseller of Tobii products and Wearable Sensing EEG equipment for the Italian market.
- Training & Certification Programs: Training services for eye tracking technology implementation, including training for research institutions and universities setting up eye tracking laboratories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing for research services |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
SR Labs product offering
Product offeringCore offering
SR Labs provides neuroscience-based research services and proprietary technology platforms centered on eye tracking, EEG, GSR, and Face Emotion Recognition. The company delivers custom consumer behavior, neuromarketing, UX, pack testing, sensory, and sports performance research for enterprise clients, and also develops standalone products including the Eyespot online eye tracking platform, the PoliFX Kiosk for museums and public spaces, and the CAVS industrial eye tracking system. SR Labs additionally distributes Tobii Pro and Wearable Sensing research hardware in Italy and offers assistive communication technologies through its SR Labs Healthcare division.
Product overview
SR Labs operates as a neuroscience-based research services company organized into three main divisions: Insights (consumer research), Life Science (scientific research solutions), and Innovation Lab (specialized products). The core offerings include EyeSpot (an emotion tracking and analysis tool) and specialized eye tracking services combined with EEG, GSR, and Face Emotion Recognition for consumer behavior research, neuromarketing analysis, and UX research. The Insights division provides pack testing, sensory testing, and remote research services. The Life Science division offers hardware and software solutions for scientific research facilities and assistive communication technology for healthcare. The Innovation Lab develops specialized products including PoliFX Kiosk (interactive museum installations) and CAVS (industrial eye tracking system for hands-free machine control). SR Labs was founded in 2001 and has evolved from healthcare assistive technology into applied neuroscience research services for market research and consumer insights.
Differentiator
Problem solved
Functional benefit
Brands
- Eyespot: A neuroscientific analysis tool that tracks and analyzes unconscious emotional responses and consumer behavior through eye tracking, EEG, GSR, and face emotion recognition technologies. Available at https://www.eyespotsolution.com/
- CAVS
- PoliFX Kiosk
Products and services
- Eyespot Online eye tracking and emotion analysis platform that captures and analyzes unconscious consumer responses (gaze patterns, EEG, GSR, Face Emotion Recognition) and transforms them into structured quantitative insights to support business decisions. Sold to enterprise clients for remote neuromarketing, UX, and pack/shelf testing.
- PoliFX Kiosk
Quantifiable outcome
- Subjects are unaware of 42-55% of their eye movements, making eye tracking more reliable than self-reported data for detecting deception and true preferences.
- +1 more outcomes
Companies that use SR Labs
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles6 records
SR Labs technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature7 records
SR Labs partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- AC MonzacoreSR Labs entered a pioneering sports performance partnership with AC Monza football club, serving as Official Supplier. The partnership brings eye tracking technology directly into the training facility to measure goalkeeper attention and reaction times, identify cognitive patterns behind performance, and create hyper-personalized training programs for individual athletes.
- Dynavox Group AB (Tobii Dynavox)coreDynavox Group AB, parent company of Tobii Dynavox and global leader in assistive communication, signed an agreement to acquire 100% of shares of SR Labs Healthcare in Italy. The operation strengthens Tobii Dynavox's presence in Southern Europe and enhances support for people with communication disabilities. Expected completion within first half of 2026.
- Gollmann AgencycoreSR Labs and Gollmann Agency co-developed 'Research Design Results' (RDR), a joint initiative combining sensory neuroscience and product marketing. SR Labs contributes eye tracking, EEG and biometric analysis capabilities while Gollmann Agency provides product marketing expertise, targeting small and medium enterprises seeking to understand consumer behavior through neuroscientific methods.
- Marco La RosaminorSR Labs CEO Gianluca Dal Lago was interviewed by Marco La Rosa (web content writer & copywriter) regarding eye tracking applications in industrial processes, providing expert commentary and thought leadership content.
- TobiicoreSR Labs is an official reseller and integration partner for Tobii Pro eye tracking products including Tobii Pro Glasses 3 and Tobii Pro Nano. Tobii provides the core hardware technology (eye tracking glasses and screen-based trackers) that SR Labs integrates into its research services and resells to the Italian market.
- Sara Bordo (Sport Psychologist)minorSR Labs collaborated with sport psychologist Sara Bordo to conduct research on visual-attentive skills of competitive tennis players with medium-high rankings. The study analyzed differences between expertise levels to create training aimed at enhancing sports performance through eye tracking.
- EESOAminorSR Labs collaborated with EESOA to introduce eye tracking into the field of anesthesia and resuscitation for the first time. 70 medical residents in anesthesia and resuscitation participate in training at the EESOA Simulation Center, wearing eye tracker glasses while immersed in realistic emergency scenarios.
Scale indicators5 records
Expansion highlights5 records
SR Labs competitors and assessment
Company assessmentDirect peers
- Neurons Inc: Denmark-based neuromarketing and consumer neuroscience company using eye tracking and AI to predict consumer attention and engagement. Direct competitor to SR Labs' consumer insights practice with a more productized SaaS offering.
- Smart Eye AB: Swedish publicly listed company developing eye tracking technology for automotive, aviation, and research applications. Comparable in its research/behavioral analytics offering, with stronger position in industrial and OEM use cases analogous to SR Labs' CAVS line.
- iMotions: Danish platform that integrates eye tracking, EEG, GSR, and facial coding for market research and academic studies. Closest direct competitor to SR Labs' multi-modal neuromarketing offering with a global SaaS delivery model.
- RealEye: Browser-based webcam eye tracking platform for marketing and UX research. Most direct competitor to SR Labs' Eyespot solution — same remote/web-based delivery, same pack testing and shelf testing use cases, similar SMB to enterprise customer profile.
- Gazepoint: Canadian eye tracking hardware and software provider targeting research, UX, and academic markets. Comparable to SR Labs' screen-based tracker offering and a competitor for the same Italian research customers.
Emerging players
- Pupil Labs: Berlin/New York-based developer of open-source and mobile eye tracking hardware. Competes in the same research-grade wearable eye tracking space that SR Labs services with Tobii Pro Glasses, particularly among academic and UX research buyers.
- CoolTool (LatentView Analytics): Neuromarketing platform offering eye tracking, facial coding, and surveys integrated into a research SaaS. Comparable to SR Labs' Eyespot and neuromarketing practice, with overlapping target customers in brand and market research.
Broad incumbents
- Tobii Dynavox: Global leader in assistive communication technology for individuals with communication disabilities. Now owns SR Labs Healthcare and represents the strategic acquirer that validates SR Labs' deep-tech eye tracking pedigree in healthcare.
- Tobii AB: Swedish public company and global leader in eye tracking technology. Tobii is both SR Labs' primary hardware supplier (Tobii Pro) and a direct competitor in the broader eye tracking market, with substantially greater scale and R&D resources.
Regional players
- Alma Research: Italian market research firm specializing in consumer insights. Regional peer that competes with SR Labs' Insights division for the same Italian FMCG and brand clients, though without the neuroscience/eye tracking technology differentiation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
SR Labs social profiles
Digital presenceSR Labs financial estimates
Financial estimateRevenue estimate
Valuation estimate
SR Labs leadership team
Management profileNumber of profiles
Profiles1 record
SR Labs subsidiaries and ownership
Company hierarchySubsidiaries1 record
SR Labs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SR Labs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SR Labs
What does SR Labs do?
SR Labs provides neuroscience-based research services and proprietary technology platforms centered on eye tracking, EEG, GSR, and Face Emotion Recognition. The company delivers custom consumer behavior, neuromarketing, UX, pack testing, sensory, and sports performance research for enterprise clients, and also develops standalone products including the Eyespot online eye tracking platform, the PoliFX Kiosk for museums and public spaces, and the CAVS industrial eye tracking system. SR Labs additionally distributes Tobii Pro and Wearable Sensing research hardware in Italy and offers assistive communication technologies through its SR Labs Healthcare division.
Is SR Labs a public or private company?
SR Labs is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SR Labs founded?
SR Labs was founded in 2001. It employs 11 to 50 people.
Where is SR Labs based?
SR Labs is headquartered in Milan, Italy, in the Europe region.
How does SR Labs make money?
Three revenue lines are on record. Research Services & Consulting is the primary driver. The others are hardware Sales & Licensing and training & Certification Programs.
Who are SR Labs's main competitors?
Direct peers on record are Neurons Inc, Smart Eye AB, iMotions, RealEye and Gazepoint. Emerging players are Pupil Labs and CoolTool (LatentView Analytics). Broad incumbents are Tobii Dynavox and Tobii AB. Alma Research is listed as a regional player.
Does SR Labs have an API?
No public API is recorded for SR Labs.
What industry is SR Labs in?
SR Labs's product category is Neuromarketing & Eye Tracking Research Services. Its primary akta.pro industry code is IMAGAFAC, Test & Measurement Equipment (Oscilloscopes, DAQ, signal analyzers, calibration benches). Its NAICS code is 5417 and its SIC code is 8731.